Urchin software user training v4
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Urchin software user training v4 Presentation Transcript

  • 1. www.ivantage.co.uk Urchin Software from Google User Training Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage 1Tuesday, 15 March 2011
  • 2. www.ivantage.co.uk Timings  Start 9:00  Break 10:15-10:30  Wrap-up 12:00 2Tuesday, 15 March 2011
  • 3. www.ivantage.co.uk Course Overview  Session 1  How does Urchin measure visitors?  A tour of Urchin  Session 2  What’s possible with Web Analytics?  What’s possible with Urchin?  Urchin Campaign Tracking  Please feel free to ask questions! 3Tuesday, 15 March 2011
  • 4. www.ivantage.co.uk Accessing your Urchin installation  Available at  http://  U:  P: 4Tuesday, 15 March 2011
  • 5. www.ivantage.co.uk How fresh are the Urchin website statistics?  Can be daily or hourly  Depends on scheduling 5Tuesday, 15 March 2011
  • 6. www.ivantage.co.uk How does Urchin measure visitors?  Web Access Logs  IP & User Agent Hits in Web Access Log  To approximate a visit  Can process historical data  or  Page Tagging creating Hits in Web Access Log  1st Party Cookies to measure a visit  1x1 pixel image  Collects data from time of tagging 6Tuesday, 15 March 2011
  • 7. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 7Tuesday, 15 March 2011
  • 8. www.ivantage.co.uk Logs record • IP addresses • Of browsers (visitors) • Of robots • Normally identify themselves as • User Agent type • Googlebot • MSNbot • Slurp • However, not all can be filtered • Names not known • Some deliberately avoid detection • Price comparison • Spam 8Tuesday, 15 March 2011
  • 9. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 9Tuesday, 15 March 2011
  • 10. www.ivantage.co.uk 2nd request for a page with log files Browser Web Cache server 203.193.165.78 www.yoursite.com Re-load or Access log Visit from bookmark 10Tuesday, 15 March 2011
  • 11. www.ivantage.co.uk Cached pages • Counted once • Refreshed • 2nd request from the same IP address • Not recorded in Web Access Log! 11Tuesday, 15 March 2011
  • 12. www.ivantage.co.uk So Urchin can use page tagging (UTM) • Every page is tagged with JavaScript • <script src=/urchin.js type=text/javascript> • Ensures even when pages are served from cache • JavaScript executes • A gif (1x1 pixel image is loaded with the page) • Web Access log is augmented 12Tuesday, 15 March 2011
  • 13. www.ivantage.co.uk That send cookies (1st party) • Text files sent to browsers by websites • 1ST or 3rd party • Visit apple.com • apple.com issues cookies (1st party) • If banana.com attempts to issue cookies (3rd party) • Session and persistent • Session • Last for 30 minutes of inactivity/browser close • Persistent • Lasts for 2 years 13Tuesday, 15 March 2011
  • 14. www.ivantage.co.uk How Urchin UTM works Website 14Tuesday, 15 March 2011
  • 15. www.ivantage.co.uk How Urchin UTM works Website cookies 15Tuesday, 15 March 2011
  • 16. www.ivantage.co.uk The ___utm.gif request __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc %3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google %29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Site Screen Colors: 32-bit Filename: /index.html Browser Language: English(en) Visits: 4 Java Enabled? Yes (1) Campaigns Clicked: 1 Java Version: 1.5 Campaign: Google(PPC) Spring Sale (shoes) 16Tuesday, 15 March 2011
  • 17. www.ivantage.co.uk Urchin (and GA) cookies UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view UTMb - Visit cookie, lasts for 30 minutes from every page view UTMc - Visit end cookie, not set to expire, does so when browser closes UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view UTMv - Not always set, requires the _setVar() command 17Tuesday, 15 March 2011
  • 18. www.ivantage.co.uk Urchin UTM Persistent Cookie GA Cookie not present Page Browser web server New Visitor Browser GA Cookie present web Cookie server cookies Returning Visitor 18Tuesday, 15 March 2011
  • 19. www.ivantage.co.uk Weaknesses of cookies? • Machine dependant • As close as we can get to a person • Although modern OSs have multiple user IDs • User 1, User2, User 3 • Can be cleared • Worst scenario? • Can be blocked/not accepted • Most E-commerce sites use 1st party cookies to make basket function • So blocking 1st party cookies degrades your Internet experience • 3rd party cookies are often blocked 19Tuesday, 15 March 2011
  • 20. www.ivantage.co.uk How does Urchin measure visitors?  Key concept  JavaScript (not Java) Page Tagging  1st Party Cookies  Our stats will miss some devices that do not execute JavaScript and/or accept cookies  Search Engine bots :-)  Mobile (1st generation) :-|  Accessibility devices :-( 20Tuesday, 15 March 2011
  • 21. www.ivantage.co.uk Visitors menu - key metrics  Visits  The number of visits received by your site is the most basic measure of how effectively you promote your site.  Visitor type  New  New Cookie  Returning  Existing Cookie  A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back.  Absolute Unique Visitors (Uniques)  How many people came to your site?  This report graphs people instead of visits  All visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitor  Regardless of how many different days they visited your site and how many times they visited your site on each day 21Tuesday, 15 March 2011
  • 22. www.ivantage.co.uk A tour of Urchin • Dashboards • Advertiser • Executive • Marketer • Webmaster • Advertisement Optimization • Marketing Optimization • Content Optimization • E-Commerce Analysis • IT Reports 22Tuesday, 15 March 2011
  • 23. www.ivantage.co.uk Break time 23Tuesday, 15 March 2011
  • 24. www.ivantage.co.uk What’s possible with Web Analytics?  How visitors found your web site  What visitors are doing on your web site  Not WHY they are doing it!  Domain of usability/customer experience  Onsite surveys  Sampling visitors arriving/leaving  Heuristic reviews  Experts reviewing your site against a set of criteria (heuristics)  Conversion Rate Optimisation  A/B testing  A/B/n testing  Multi-variate testing  Usability tests  Representative customers completing tasks  Resources  http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html  24Tuesday, 15 March 2011
  • 25. www.ivantage.co.uk What’s possible with Urchin?  How visitors found your website  What visitors are doing on your website  Not why!  Outcomes focused  Goals 25Tuesday, 15 March 2011
  • 26. www.ivantage.co.uk Goals  Goals should be commercial  The commercial goals of your website  Goals should map to visitor tasks  Visitors visit sites to accomplish tasks  Tasks normally have a series of steps  Funnel  Measure conversion through the task  When goals match user tasks  Harmony ensues! 26Tuesday, 15 March 2011
  • 27. www.ivantage.co.uk The importance of goals for you?  Commercially justify your work  Focus your work  Prioritise your work 27Tuesday, 15 March 2011
  • 28. www.ivantage.co.uk The importance of goals for you?  Goals map to business metrics  Enable you to build a business case for  Analytics investment  Analysis investment  Action investment  Goals focus on important paths and entrances  Enable you to home-in on problem areas  Reverse Goal Path  Conversion to goals by traffic source  Monetize goals  Enable you to prioritise areas to analyse and optimise  Give goals a goal value  Analyse $ Index  (Goal Value + E-commerce value)/unique page views  Page up-to goal contribution  Focus on high $ Index pages for improvement 28Tuesday, 15 March 2011
  • 29. www.ivantage.co.uk Placing a value on a goal and the $index  Key concept  Goals can have values or not  When E-commerce is used the value of the sales transaction is used in the $index calculation $index value of A,B and C = $1 29Tuesday, 15 March 2011
  • 30. www.ivantage.co.uk Goals and funnels  You can use Regular Expressions (RegEx) to gain insight into the funnel path:  User exhibits behavior:  Page 1 = /index.html  Page 2 = /category-footwear.html  Page 3 = /category-clothing.html  Page 4 = /category-headwear.html  Page 5 = /products/kangol-tropic-player-trilby.html  Page 6= /cart/basketview.html  Page 7= /cart/registration.html  Page 8 = /cart/paymentoptions.html  Goal = /cart/salesorderconfirmation.html  Need to know conversion rate of categories to products to purchase:  Step 1: index.html  Step 2-4: ^/category.*/  Step 5: ^/products.*/  Step 6: ^/cart/basketview.html  Step 7: ^/cart/registration.html  Step 8 : ^/cart/paymentoptions.html  Goal: ^/cart/salesorderconfirmation.html 30Tuesday, 15 March 2011
  • 31. www.ivantage.co.uk Zoom into important behaviour to identify problems 6.77% funnel conversion rate 31Tuesday, 15 March 2011
  • 32. www.ivantage.co.uk Goal conversion rate and funnel conversion rate  Key concept  Using the “Required Step” setting  we can build multiple funnels based on a single goals  to observe behaviour on important paths  With duplicate profiles  4 goals per profile 32Tuesday, 15 March 2011
  • 33. www.ivantage.co.uk Goal conversion rate and funnel conversion rate 33Tuesday, 15 March 2011
  • 34. www.ivantage.co.uk Key Performance Indicators (KPIs)  A metric  Miles per Hour (mph)  Defining progress to an objective  To reach the legal motorway speed limit of 70 mph  Enabling you to take corrective action  Accelerate or brake  Speedometer  Web Analytics package 34Tuesday, 15 March 2011
  • 35. www.ivantage.co.uk Key Performance Indicators (KPIs) & web analytics 35Tuesday, 15 March 2011
  • 36. www.ivantage.co.uk The User-Defined Segment  In addition to segmenting users along pre-defined segments such as geographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segment  For example, you might ask visitors to select their job category (such as Engineering, Marketing, motorcycle stunt riding, etc) from a form  You could then analyse browsing and buying behaviour based upon the selected job categories  To set a visitor segment, simply call the JavaScript _setVar function  For example, make the following call anywhere on the web page below your tracking code:  <script type="text/javascript">pageTracker._setVar(Marketing/PR);</script> 36Tuesday, 15 March 2011
  • 37. www.ivantage.co.uk The User-Defined Segment  Examples:  Assign visitors to a particular page to the "Marketing/PR" segment  In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment.  <body onLoad="javascript:pageTracker._setVar(Marketing/PR);">  Assign users to a segment when a link is clicked  <a href="link.html" onClick="pageTracker._setVar(Marketing/PR);">Click here</a>  Assign visitors to a segment based on their form selection  In this example, visitors are assigned to a segment according to their selection in a form. <form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);"> <select name=mymenu> <option value="Technical/Engineering"> Technical/Engineering</option> <option value="Marketing/PR">Marketing/PR</option> <option value="Manufacturing">Manufacturing</option> <option value="General Management">General Management</option>  Voucher codes at checkout 37Tuesday, 15 March 2011
  • 38. www.ivantage.co.uk Segmenting visitor types 38Tuesday, 15 March 2011
  • 39. www.ivantage.co.uk Urchin/GA campaign tracking & attribution  Key concept  GA allocates traffic to three distinct buckets  The forth “Other” bucket in Traffic Sources is under your control  It’s the Urchin/GA UTMz cookie that tracks campaign attribution  Persistent for six months  39Tuesday, 15 March 2011
  • 40. www.ivantage.co.uk Urchin/GA campaign tracking & attribution  Key concept  Direct traffic will include those typing in your URL and using bookmarks  Direct is a good measure of “brand awareness”  Direct can be contaminated by email  Referring sites will include any site with a link on it linking to your site and that has been followed  Search Engines will include all referring sites that Google Analytics defines as an organic search engine and uses a dynamic query parameter containing the users’ search keyword  Google, q  Yahoo, p 40Tuesday, 15 March 2011
  • 41. www.ivantage.co.uk Urchin/GA Campaign Tracking  Key concept  The forth “Other” bucket in Traffic Sources is under your control  Use Urchin Campaign Tracking to measure  Email  Display  Paid Search (cpc)  Social Media  Off-line marketing like Print, outdoor, TV and Radio 41Tuesday, 15 March 2011
  • 42. www.ivantage.co.uk Urchin/GA Campaign Tracking - Using the URL Builder  Exercise  Use Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for an Email campaign  Use Firefox and clear your cookies  Using the URL you just built, visit your site  Make a note of the contents of the utmz cookie  Is it set correctly? 42Tuesday, 15 March 2011
  • 43. www.ivantage.co.uk Campaign Tracking - how it displays  Key concept  Understanding the URL builder and Urchin 43Tuesday, 15 March 2011
  • 44. www.ivantage.co.uk Campaign Tracking examples  Exercise  Use Google Analytics/Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for your own landing page using some of the example below 44Tuesday, 15 March 2011
  • 45. www.ivantage.co.uk Tracking off-line campaigns  Key concept  Use vanity urls  mysite.com/tube  301 redirecting to Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&u tm_campaign=Winter-2010 45Tuesday, 15 March 2011
  • 46. www.ivantage.co.uk Tracking off-line campaigns - using a URL shortener  Key concept  Use URL shorteners  Use http://bit.ly/ or http://goo.gl/  Generate QR Codes with Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_camp aign=Winter-2010  Exercise  Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for an off-line campaign  Shorten the URL using Bit.ly or Goo.gl  Use Firefox and clear your cookies  Using the URL you just built, visit your site  Make a note of the contents of the utmz cookie  Is it set correctly? 46Tuesday, 15 March 2011
  • 47. www.ivantage.co.uk Social media campaign tracking examples Key concept  Use URL shorteners  Use http://bit.ly/ or http://goo.gl/  Generate QR Codes with Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaig n=Winter-2010 47 Tuesday, 15 March 2011
  • 48. www.ivantage.co.uk Google Analytics/Urchin Campaign Tracking & attribution  Key concept  Google Analytics works on the principle of “Last Click Attribution”  Last click wins the sales and/or Goal conversion  Except Direct traffic does update UTMz cookie 48Tuesday, 15 March 2011
  • 49. www.ivantage.co.uk The End 49Tuesday, 15 March 2011